It all began last week in the lead-up to the Olympic hockey battles between the U.S. and Canada, amid bets between fans, commentators, and even world leaders over which rival neighbor would win.

One Chicago-area company, Command Transportation, took it further by erecting an electronic sign along a major expressway with the words "Loser Keeps Bieber," threatening the losing country with having to keep the Canadian-born pop star, who currently lives in the U.S.

The sign showed Bieber between pictures of Chicago Blackhawks hockey players Patrick Kane and Jonathan Toews, who played for the U.S. and Canada respectively at Sochi.

But it didn't end there. A new sign put up by Command Transportation after the U.S. lost to Canada in Friday's men's hockey semifinal appealed for a "best 3 out of 5."

At least the star, who turns 20 next week, is trying to keep a brave face. "Keeping it positive always," Bieber tweeted early Saturday morning.